Sofitel goes back to its roots

PARIS, 30 May 2019: Sofitel Hotels & Resorts is launching a new global brand campaign that taps its French roots for inspiration.

Tagged ‘Live The French Way’, the campaign pays tribute to Sofitel’s French origin, a theme that needs reemphasising now the brand covers 40 nations worldwide.

“The goal of ‘Live the French Way’ is to reinforce Sofitel’s position in the luxury segment and leverage its strengths, while also differentiating the brand from its competitors,” said Accor chief marketing officer, Steven Taylor.

The brand campaign was co-created with BETC ETOILE ROUGE, a full-service Paris-based agency offering strategic, creative, and production expertise for luxury, fashion, beauty and hospitality brands.

Despite the strong French message some of the campaign photo sessions and video clips were shot in China in addition to French locations. That might raise a few eyebrows. Was it a concession to the brand’s marketing department to woo more Chinese to the Sofitel door?

The campaign will run its course on social media through the hashtag #LiveTheFrenchWay.